What Vertical Supply Group does

Vertical Supply Group (legal entity Sherrill, Inc.) is a vertically integrated manufacturer and multi-channel distributor of work-at-height safety equipment, founded in 1960 in Greensboro, NC, and privately held under Gridiron Capital since April 2022. The company aggregates six owned manufacturing brands — Notch Equipment, Sterling Rope, Rope Logic, Yates Gear, Malta Dynamics, and Atlantic Braids — covering climbing rope, custom spliced rope assemblies, technical rescue and tactical gear, and engineered mobile fall protection systems, alongside exclusive regional distribution rights (e.g., Silky Sows across the Americas) and partner-brand distribution for Milwaukee Tool, Petzl, Klein Tools, and Husqvarna.

VSG monetizes through direct product sales across eight specialized e-commerce storefronts (SherrillTree, TreeStuff, HoneyBros, UtilityDirect, SafetyLiftinGear, Rescue Direct, Bishop Company, The Arborist Store), physical retail showrooms in the US, Canada, and UK, and a B2B procurement platform with quote-building and account-management features targeting utilities, municipalities, and contractors. The company also offers inspection, repair, testing, and rental services through SafetyLiftinGear across nine UK depots, plus content and community engagement (Jambo sponsorship, TCI Expo participation). It serves arborists, fire and rescue teams, utility and infrastructure workers, military personnel, commercial construction and industrial safety buyers, and rock climbing communities, with approximately 495 employees across 18 global locations following the May 2026 Malta Dynamics acquisition.

The business model is a hybrid of branded manufacturing and specialty retail/distribution, leveraging a PE-funded roll-up strategy (10+ acquisitions since 2016) to consolidate fragmented work-at-height niches. Differentiated operational assets include Sterling Rope's 95%+ raw fiber conversion efficiency, Rope Logic's 100,000 lbs testing bed with a zero-in-service-failure record, and Scannable data-matrix equipment tracking integrated across product lines. Revenue is not publicly disclosed.

Name

Vertical Supply Group

Legal name

Sherrill, Inc.

Website

https://verticalsupplygroup.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Work-at-Height Safety Equipment

NAICS

Rope, Cordage, Twine, Tire Cord, and Tire Fabric Mills (314994), Other Building Material Dealers (44418)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Climbing & Mountaineering Gear Retail (CRAMAMAB)

Keywords

• Work at height safety
• Arborist equipment
• Fall protection gear
• Life safety rope
• Tree climbing supplies

Headquarters

HQ city

Greensboro

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Product Sales (B2B and B2C): VSG generates revenue through direct sales of fall protection, arborist equipment, rope, rescue gear, and safety products via e-commerce platforms and physical retail stores to professionals and consumers in work-at-height industries.
2. Manufacturing and Distribution: Vertically integrated business model combining product development, manufacturing (Sterling Rope, Notch Equipment, Yates Gear, Malta Dynamics, Atlantic Braids), and equipment supply through owned distribution channels.
3. Proprietary Brand Sales: Revenue from owned brands including Sterling, Notch, Rope Logic, Yates, Silky, Liftin Gear, Action Ram, G-Force, as well as house brands under Tacklestore (G-Force, Liftingear, LoadSurfer) and other private label products.
4. Rental and Inspection Services: UK-based Safety Liftin Gear offers inspection, repair, testing, and rental services across nine UK locations for lifting and fall protection equipment.

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

Vertical Supply Group is a vertically integrated manufacturer and distributor of work-at-height safety equipment and arborist tools. The company designs, engineers, and manufactures fall protection systems, life safety rope, harnesses, lanyards, climbing gear, and PPE through owned brands including Sterling Rope, Notch Equipment, Rope Logic, Yates Gear, Malta Dynamics, and Atlantic Braids. It sells through multiple specialized e-commerce platforms and physical retail stores serving arborists, utility workers, fire rescue teams, military, construction, and rock climbing professionals.

Product overview

Vertical Supply Group (VSG) is a vertically integrated manufacturer and supplier of work-at-height safety equipment and arborist tools, operating both owned brands and e-commerce retail platforms. The company is organized around two main product pillars: (1) owned manufacturing brands including Notch Equipment (arborist gear), Sterling Rope (life safety rope and hardware), Rope Logic (custom rope splicing and assembly), Yates Gear (technical rescue and tactical equipment), and Malta Dynamics (engineered fall protection); and (2) e-commerce retail stores serving professional arborists, tree care specialists, rescue personnel, utility workers, and climbing enthusiasts, including Sherrilltree, TreeStuff, HoneyBros, UtilityDirect.com, SafetyLiftinGear.com, Rescue Direct, Bishop Company, and The Arborist Store. VSG also distributes Silky Saws exclusively across the Americas and acquired Canadian manufacturer Atlantic Braids Ltd. and UK-based Honey Brothers and Tacklestore to expand into international markets.

Differentiator

Problem solved

Functional benefit

Brands

• Notch Equipment: Quality gear for arborists, including climbing lines, rigging lines, PPE, climbing equipment, and pruning tools.
• Sterling Rope
• Rope Logic
• Yates Gear
• Malta Dynamics
• Atlantic Braids Ltd.
• Sherrilltree
• TreeStuff
• HoneyBros
• Utility Direct
• SafetyLiftinGear
• Rescue Direct
• Bishop Company
• The Arborist Store

Products and services

• Notch Equipment Arborist gear brand offering climbing lines, rigging lines, line setting, personal protective equipment, climbing equipment, rigging equipment, gear bags, pruning and cutting tools, and site and material handling products designed for professional arborists.
• Sterling Rope Life safety rope, cord, and hardware manufacturer made in the USA serving climbing, rope rescue, arbor, fire, industrial safety, work access, and OEM markets.
• Rope Logic Custom rope solutions provider for professional arborists, utility workers, and rope access technicians offering spliced and sewn products including rigging slings, fliplines, work positioning lanyards, and friction savers with Scannable technology for equipment tracking.
• Yates Gear Technical rescue, rope access, and tactical equipment manufacturer specializing in harnesses, lanyards, anchors, and hardware known for innovation, durability, functionality, and safety.
• Malta Dynamics Fall protection manufacturer specializing in engineered mobile fall protection solutions and personal protective equipment exceeding OSHA requirements for construction, aviation, manufacturing, warehousing, and masonry industries.
• Atlantic Braids Ltd. Canadian rope manufacturer producing premier quality cordage for the global market including 12-strand stringing-line for the utility industry and synthetic fiber rope for various industry-specific needs.
• Sherrilltree Tree care professional and climber-focused retailer offering quality tree gear, education, and superior service, operating since 1960 in Greensboro, NC.
• TreeStuff Online arborist equipment retailer connecting with the arborist community through sponsorship, training courses, and community events with competitive pricing and shipping speeds.
• HoneyBros Leading UK arborist equipment supplier offering equipment and advice for tree surgeons with global shipping, extensive product range, and superstore with climbing area and harness fitting facilities.
• UtilityDirect.com B2B e-commerce platform for utility companies, municipalities, and contractors to order equipment and supplies for infrastructure maintenance and repair, featuring company profiles with buyer permissions, quote building, and order tracking.
• SafetyLiftinGear.com UK-based supplier of safety equipment and lifting gear established in 1977, specializing in hoists, slings, trucks, trolleys, beams, rigging equipment, and material handling products.
• Rescue Direct Rescue community-focused e-commerce retailer and rescue equipment supplier providing best possible gear for rescuers responding to emergencies in buildings, canyons, and all environments.
• Bishop Company Arborist and landscaping equipment retailer established in 1946, based in Whittier, CA, offering full product assortment and expert customer service through distribution and e-commerce channels.
• The Arborist Store Canadian professional arborist, forestry, and environmental engineering gear retailer operating since 1966 with extensive showrooms and staff with backgrounds in arboriculture and forestry.

Quantifiable outcome

• Zero in-service failures recorded across thousands of Rope Logic spliced products
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• SpouseWorks (War Department)minorGTM or Marketing Partner · 12 June 2026VSG designated as employer partner of SpouseWorks, the War Department's initiative connecting military spouses with education and career opportunities. VSG operates across US, Canada, and UK offering diverse career pathways in marketing, operations, ecommerce, and product development.
• Watertown EnterprisescoreOthers · 1 May 2026VSG acquired Malta Dynamics from Watertown Enterprises. Malta Dynamics founder Damian Lang (CEO of Watertown Enterprises) transitioned the company to VSG, with President Greg Brown continuing to lead Malta Dynamics under VSG's ownership.
• Milwaukee Tool, Petzl, Salisbury Gloves, Klein Tools, Husqvarna (Product Partners)coreChannel Partner/ Reseller/ Distributor · 5 August 2024VSG's UtilityDirect.com features products from top brands including Milwaukee Tool, Sterling Rope, Petzl, Salisbury Gloves, Penta Products, Klein Tools, and Husqvarna. VSG also distributes Silky Saws as exclusive importer for all of the Americas.
• Arbor Day FoundationcoreStrategic or Co-development Partner · 28 July 2021VSG partnered with Arbor Day Foundation in a multi-year relationship to achieve carbon neutrality. VSG supports the Foundation's work in the Mississippi Alluvial Valley through carbon credit purchases and invested in planting 5,000 trees in Florida's Econfina Creek watershed project. This partnership demonstrates VSG's commitment to environmental sustainability and reforestation efforts.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Petzl: French manufacturer of climbing, arborist, rescue and work-at-height equipment. Directly comparable as a proprietary-brand manufacturer of ropes, harnesses, and helmets sold through VSG's channels while also competing in the same end markets.
• Guardian Fall Protection: US manufacturer and distributor of fall protection equipment including harnesses, anchors, and self-retracting lifelines. Closely comparable as a mid-market fall protection specialist competing with Malta Dynamics and Yates Gear in construction and industrial verticals.
• Werner Co. Manufacturer of climbing products, ladders, and fall protection equipment including the Petzl legacy climbing business. Directly comparable in work-at-height professional equipment with category overlap into VSG's arborist/utility product lines.
• Klein Tools: Manufacturer of professional hand tools for electricians and trades. Distributed through UtilityDirect.com alongside VSG-owned brands while also competing for utility and construction safety procurement budgets.
• Black Diamond Equipment: Publicly traded manufacturer of climbing, mountaineering, and outdoor equipment. Comparable as a proprietary-brand climbing gear maker selling into VSG's arborist/climbing customer base while also competing for rock-climbing and rescue buyers.
• Buckingham Manufacturing: Manufacturer of arborist, utility, and lineman climbing equipment including body belts, saddles, and related safety gear. Closely comparable as a specialty manufacturer serving the same utility/lineman B2B segment that UtilityDirect.com and Sterling Rope target.
• Yale Cordage: Manufacturer of synthetic rope and cordage for industrial, marine, arborist, and rescue applications. Direct competitor to Sterling Rope and Atlantic Braids in the specialty cordage manufacturing segment.

Broad incumbents

• MSA Safety: Public safety equipment manufacturer covering fall protection, respiratory protection, head protection, and gas detection. Competes across VSG's safety verticals as a broad incumbent with deeper R&D budgets and broader compliance capabilities.
• Honeywell Safety Products: Honeywell's personal protective equipment division (Miller, Salisbury, Howard Leight). Largest incumbent in fall protection and PPE; competes head-on with VSG's utility and construction safety channels. Former employer of VSG CEO Jeff Morris.
• 3M Fall Protection (formerly Capital Safety / DBI-SALA): Division of 3M producing fall protection equipment including harnesses, lanyards, and self-retracting lifelines. Directly competes with Malta Dynamics and Sterling Rope on enterprise safety procurement, while operating as part of a much larger conglomerate portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries10 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vertical Supply Group